Authored by Jake Neerland, Content Marketing Specialist, Padilla
The conversation around how to balance communicating to people while appeasing what AI systems are looking for is one that we’re frequently having. While there’s a lot of nuance to the conversation, one thing remains true as a guiding light – good content remains an important and necessary part of your strategy.
Defining Good Content
While the definition of “good content” changes based on your company, audience and niche, it’s something that audiences can immediately identify while consuming what’s being served to them.
AI is operating in a similar light. Slop content is being deprioritized by AI systems while premium content is being consumed, well, at a premium. We’ve seen a rise in thought leadership content from executives as the latest content trend (that just might stick) and we’ve authored content around the increased value earned media has when it comes to GEO.
Appealing to GEO and Humans
What organizations need to be aware of is that content strategies need to appeal to both sides without leaning too hard in either direction. Content designed for human consumption may be a great organic content strategy, but over time you’re likely going to see yourselves outpaced by organizations and competitors who adopted a strategy that also involves GEO.
However, leaning too far into the GEO angle is also dangerous. We are trying to appeal to the humans who are making decisions after all, so a content strategy that forgoes the human element will likely peter out over time as the organic, human audience loses interest and leaves the brand.
This is ultimately where the nuance lies. There’s a middle line between the two that we’re aiming to educate and promote our clients to better understand and execute on as we enter this new era of content delivery.
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